The Challenge:
RECRUITMENT OF MEMBERS
The Client:
HPBA – Hearth, Patio & Barbecue Association (HPBA) is an international trade association representing and promoting the interests of manufacturers, retailers, distributors, manufacturers’ representatives, service and installation firms, and other companies and individuals.
Scott Oser’s Solution:
Developed and helped implement a three prong multi-channel marketing campaign. Prospect lists were gathered by National from affiliates and other partners. These lists were updated, compared and deduped and ultimately used in a targeted direct mail campaign designed to drive leads back to National or to appropriate local regional affiliate. Customized brochures were developed and sent to regional affiliates for distribution to manufacturer?s reps and distributors to hand to retailers when they were making their normal sales calls. A national call day was held where the retailers were called and contacted about joining the HPBA. The strategy of multi-touch through multiple media and from both a regional and national perspective was very successful.
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